百貨公司專櫃化妝品顧客滿意度之研究

Abstract

本研究整合美國顧客滿意指標模式（ACSI）與歐洲顧客滿意指標模式（ECSI），以百貨專櫃通路的化妝品為研究標的，利用線性結構關係模式（LISREL）分析台灣地區女性消費者的顧客滿意度。本研究旨在發掘化妝品市場中影響顧客滿意度評價之因素，嘗試建構百貨公司專櫃化妝品顧客滿意度之因果相關結構模型，以利管理者正確分配資源，提升顧客滿意度。研究中也導入產品涉入程度為干擾變項，以了解其對顧客滿意模式的影響。分析問卷資料之後，得到以下結論： 1. 知覺產品品質與知覺服務品質是影響顧客滿意度最重要的因 素，其中知覺產品品質的影響程度又大於知覺服務品質。 2. 顧客期望對顧客滿意度的影響不顯著。 3. 公司形象對顧客忠誠有顯著的正向影響。 4. 抱怨行為和顧客滿意度呈顯著負相關，但抱怨行為對顧客忠誠的影響不顯著。 5. 產品涉入程度不會影響顧客滿意度的前因與後果。

This thesis integrates the models of both American and European Customer Satisfaction Index (ACSI and ECSI) and then uses the Linear Structural Equation Models (LISREL) to analyze the Taiwanese female customer satisfaction of the cosmetics at counters in department stores. The research is trying to discover the factors affecting the evaluation of customer satisfaction in the counter cosmetics market and build a model of the cause-and-effect structure for it, by which the managers can correctly allocate resources to exalt the customer satisfaction. The product involvement is also considered a moderator variable in the research to study its influence on the model. The data analysis of questionnaires leads to the conclusions below: 1. Perceived product quality and perceived service quality are the most significant factors affecting customer satisfaction. Furthermore, the effect degree of perceived product quality is higher than perceived service quality. 2. Customer expectation does not have the significant effects on customer satisfaction. 3. Corporate image has significantly positive effects on customer loyalty. 4. Complaint behavior has significantly negative effects on customer satisfaction but lacks significant effects on customer loyalty. 5. Product involvement does not influence the causes or effects of customer satisfaction.